“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness

Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). This research examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., “I recommend it”) and implicit endorsement (e.g., “I love it”). Drawing on...

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Bibliographic Details
Published in:Journal of travel research 2024-04, Vol.63 (4), p.779-795
Main Authors: Liao, Junyun, He, Siying, Feng, Wenting, Filieri, Raffaele
Format: Article
Language:English
Subjects:
Business administration
Endorsements
Humanities and Social Sciences
Persuasion
Tourism
Word of mouth advertising
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